消费者对保健酒的感知价值研究——以黄金酒为例

Customer Perceived Value of Healthcare Liquor——a Case Study on Gold Liuqor

通过对江苏省6个市296名消费者进行问卷调查,采用因子分析和逐步回归方法研究了消费者对保健酒的感知价值。结果表明,消费者对保健酒的感知价值由5个维度构成,按照消费者感知价值中各构成维度的重要程度,依次为尊重价值、社交价值、保健价值、生理价值和自我实现价值。企业应当据此来制定有针对性的营销方案,突出保健酒带给消费者的尊重价值来增强产品对消费者的吸引力。

Based on questionnaire survey of 296 consumers in six cities in Jiangsu province,consumer perceived value of healthcare liquor was studied by principal component analysis and stepwise regression method. The results showed that, customer perceived value of healthcare li-quor was consisted of five dimensions including status value （the most important dimension）, social value, healthcare value, physical value and the value of self-realization. Enterprise should develop targeted marketing programs and lay stress on the status value of healthcare liquor to consumers to increase the attraction of healthcare liquor product.